ow we learn, our inuences, what we buy, and how and what media we consume have all changed over the past20 years since the emergence of digital.
As digital channels have maturedand developed, they have amplied,democratised and accelerated behavioursthat have been happening oine for many years – think ‘friends chatting over coee’and sharing now happens on a larger scalethrough Facebook or Mumsnet
. Yes, wemight talk about these topics slightly dierently, but we share a lot of what wethink and know to a much wider audience.So, how has this amplied sharing,content creation and access to informationbrought changes to women and theirrelationship with the beauty industry? To answer this question we have looked athow digital is inuencing women and theirexperience in the world of beauty. But of course, women are not one homogeneoussegment, so we have categorised ourbeauty consumer through three signicantbeauty life stages:
– teenagers toearly 20’s, learning and experimenting with their beauty rituals.
How are they learning aboutbeauty products?
How are they introduced to theirrst products?
What experimentation are they doing and what has inuenced thisexperimentation?
‘Stuck in a Rut’
– mid to late 20’sto early 40’s with established beauty rituals. Because of the demands onthem from their family and work,beauty has become a lower focus.
Has media and in particular, digital,altered these rituals?
– late 40’s to early 60’s
are rediscovering their inner youth and
are trying to bring this to their outer self.
How do they rediscover this ‘youth’through beauty?
What are the inuences they look tofor help in developing their new look?
Does digital allow them to be morecondent in nding a new look?Finally we also delve into the evolving world of
. A relatively small segment within the beauty industry,but one that seems certain to grow.
Experimentation, habit and inspiration summarises how the beauty industry hascarefully nurtured its relationship with women over many years. But how has theemergence of digital changed or reinforced the relationship between the beautyconsumer and brands?
77M US women aged 18+ are on Facebook. Source: Facebook
Consumers devote 6% of their media time to reading magazines, the beauty industry spends almost 45% of its marketing budget on them.
Kantar Media, October 2010; Samir Arora, Glam Media Presentation, October 2010
Experimentation, Habits and Inspiration provides an overview into some of the emergent behaviours and trends happening through digital channels which areinuencing the beauty consumer now and in the future.